Wrangler plans image overhaul

Denim brand Wrangler is to explore celebrity, music fashion and sport link-ups in 2005 as it bids to shed its image as a cowboy brand.

Wrangler has appointed PR agency Brandnation after a three-way pitch to handle PR to support its ‘Wanted’ ad campaign that aims to raise the profile of the brand, which has suffered from an old-fashioned image.

‘We want to make people see Wrangler as a modern and contemporary brand that is more aspirational, rather than harping back to heritage and history,’ said Wrangler UK marketing controller Ruth Gresswell.

Wrangler was formerly promoted by Ketchum.

Next year will see the introduction of new products in ‘surprising’ areas and Wrangler will either host or link up with events and celebrities that share the brand’s ‘spirit of adventure and the outdoors’, Gresswell said.

Brandnation MD Mary Killingworth said PR activity would seek to take advantage of denim’s popularity.

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